deloitte-cn-mmp-pre-reading-design-thinking-participant-fy19-en-181106.pdf

Design Thinking
Pre-reading Material
What’s inside?
This learning material provides a high-level overview of Design Thinking: a
summary of the fundamental concepts of Design Thinking.
By Yolanda Zhang, LIA

Human-centered Design
Design thinking informs human-
centered innovation Design thinking
is a deeply human process that taps
into abilities we all have but get
overlooked by more conventional
problem-solving practices.
It relies on our ability to be intuitive,
to recognize patterns, to construct
ideas that are emotionally
meaningful as well as functional, and
to express ourselves through means
beyond words or symbols. Nobody
wants to run an organization on
feeling, intuition, and inspiration, but
an over-reliance on the rational and
the analytical can be just as risky.
Design thinking provides an
integrated third way. —IDEO
Human-centered design is innovation inspired by people
Human-centered design taps into the creative abilities we all have,
that typically get overlooked by more conventional problem-solving
practices.
Human-centered design is a process used across industries and sectors. It’s
inspired by behaviors rather than demographics, takes place in natural
contexts versus controlled settings, and relies on dynamic conversations
rather than scripted interviews. Ultimately, it is a process that helps teams
transform difficult challenges into a desirable solutions—all through design.
It’s Empathetic.

Human-centered design begins from a deep understanding of the needs and motivations
of people—the parents, neighbors, children, colleagues, and strangers who make up a
community.
It’s Collaborative.
Several great minds are always stronger than just one. Human-centered design bene ts
greatly from the views of multiple perspectives, and others’ creativity bolstering your own.
It’s Optimistic.
Human-centered design is the fundamental belief that we can all create change—no
matter how big a problem, how little time, or how small a budget. No matter what
constraints exist around you, designing can be a powerful process.
It’s Experimental.
Expecting perfection makes it hard to take risks, and limits the possibilities
to create more radical change. Human-centered design is all about experimenting and
learning by doing. It gives you the confidence to believe that new, better things are
possible and that you can help make them a reality.

Design Thinking Process
Empathize
“To create meaningful innovations, you need to
know your users and care about their lives.”
WHAT is the Empathize mode
Empathy is the centerpiece of a human-centered design process. The
Empathize mode is the work you do to understand people, within the
context of your design challenge. It is your effort to understand the way they
do things and why, their physical and emotional needs, how they think about
world, and what is meaningful to them.
WHY empathize
As a design thinker, the problems you are trying to solve are rarely your own
—they are those of a particular group of people; in order to design for them,
you must gain empathy for who they are and what is important to them.

HOW to empathize
- Observe. View users and their
behavior in the context of their
lives. As much as possible do
observations in relevant
contexts in addition to
interviews. Some of the most
powerful realizations come from
noticing a disconnect between
what someone says and what
he does. Others come from a
work-around someone has created which may be very surprising to you as
the designer, but she may not even think to mention in conversation.
- Engage. Sometimes we call this technique ‘interviewing’ but it should really
feel more like a conversation. Prepare some questions you’d like to ask, but
expect to let the conversation deviate from them. Keep the conversation
only loosely bounded. Elicit stories from the people you talk to, and always
ask “Why?” to uncover deeper meaning. Engagement can come through
both short ‘intercept’ encounters and longer scheduled conversations.
- Watch and Listen. Certainly you can, and should, combine observation and
engagement. Ask someone to show you how they complete a task. Have
them physically go through the steps, and talk you through why they are
doing what they do. Ask them to vocalize what’s going through their mind as
they perform a task or interact with an object. Have a conversation in the
context of someone’s home or workplace – so many stories are embodied in
artifacts. Use the environment to prompt deeper questions.
Define
“Framing the right problem is the only way to
create the right solution.”

WHAT is the Define mode
The Define mode of the design process is all about bringing clarity and focus
to the design space. It is your chance, and responsibility, as a design thinker
to define the challenge you are taking on, based on what you have learned
about your user and about the context. After becoming an instant-expert on
the subject and gaining invaluable empathy for the person you are designing
for, this stage is about making sense of the widespread information you have
gathered.
The goal of the Define mode is to craft a meaningful and actionable problem
statement – this is what we call a point-of-view. This should be a guiding
statement that focuses on insights and needs of a particular user, or
composite character. Insights don’t often just jump in your lap; rather they
emerge from a process of synthesizing information to discover connections
and patterns. In a word, the Define mode is sense-making.
WHY Define
The Define mode is critical to the design process because it results in your
point-of-view (POV): the explicit expression of the problem you are striving
to address. More importantly, your POV defines the RIGHT challenge to
address, based on your new understanding of people and the problem
space. It may seem counterintuitive but crafting a more narrowly focused
problem statement tends to yield both greater quantity and higher quality
solutions when you are generating ideas.
The Define mode is also an endeavor to synthesize your scattered findings
into powerful insights. It is this synthesis of your empathy work that gives you
the advantage that no one else has: discoveries that you can leverage to
tackle the design challenge; that is, INSIGHT.

HOW to Define
Consider what stood out to
you when talking and
observing people. What
patterns emerge when you
look at the set? If you
noticed something
interesting ask yourself (and
your team) why that might
be. In asking why someone
had a certain behavior or
feeling you are making
connections from that person
to the larger context.
Develop an understanding of the type of person you are designing for – your
USER. Synthesize and select a limited set of NEEDS that you think are
important to fulfill; you may in fact express a just one single salient need to
address. Work to express INSIGHTS you developed through the synthesis of
information your have gathered through empathy and research work. Then
articulate a point-of-view by combining these three elements – user, need,
and insight – as an actionable problem statement that will drive the rest of
your design work.
A good point-of-view is one that:
- Provides focus and frames the problem
- Inspires your team
- Informs criteria for evaluating competing ideas
- Empowers your team to make decisions independently in parallel
- Captures the hearts and minds of people you meet
- Saves you from the impossible task of developing concepts that are all
things to all people (i.e. your problem statement should be discrete, not
broad.)
Ideate

“It’s not about coming up with the ‘right’ idea,
it’s about generating the broadest range of
possibilities.”
WHAT is the Ideate mode
Ideate is the mode of the design process in which you concentrate on idea
generation. Mentally it represents a process of “going wide” in terms of
concepts and outcomes. Ideation provides both the fuel and also the source
material for building prototypes and getting innovative solutions into the
hands of your users.
WHY Ideate
You ideate in order to transition from identifying problems to creating
solutions for your users. Ideation is your chance to combine the
understanding you have of the problem space and people you are designing
for with your imagination to generate solution concepts. Particularly early in
a design project, ideation is about pushing for a widest possible range of
ideas from which you can select, not simply finding a single, best solution.
The determination of the best solution will be discovered later, through user
testing and feedback.
Various forms of ideation are leveraged to:
- Step beyond obvious solutions and thus increase the innovation potential
of your solution set - Harness the collective perspectives and strengths of
your teams
- Uncover unexpected areas of exploration
- Create fluency (volume) and flexibility (variety) in your innovation options
- Get obvious solutions out of your heads, and drive your team beyond them
HOW to ideate

You ideate by combining your
conscious and unconscious
mind, and rational thoughts
with imagination. For
example, in a brainstorm you
leverage the synergy of the
group to reach new ideas by
building on others’ ideas.
Adding constraints,
surrounding yourself with
inspiring related materials,
and embracing
misunderstanding all allow you
to reach further than you could by simply thinking about a problem.
Another ideation technique is building – that is, prototyping itself can be an
ideation technique. In physically making something you come to points
where decisions need to be made; this encourages new ideas to come
forward.
There are other ideation techniques such as body-storming, mind-mapping,
and sketching. But one theme throughout all of them is deferring judgment –
that is, separating the generation of ideas from the evaluation of ideas. In
doing so, you give your imagination and creativity a voice, while placating
your rational side in knowing that your will get to the examination of merits
later.
Prototype
“Build to think and test to learn.”
WHAT is the Prototype mode
The Prototype mode is the iterative generation of artifacts intended to
answer questions that get you closer to your final solution. In the early stages

of a project that question may be broad – such as “do my users enjoy
cooking in a competitive manner?” In these early stages, you should create
low-resolution prototypes that are quick and cheap to make (think minutes
and cents) but can elicit useful feedback from users and colleagues. In later
stages both your prototype and question may get a little more re ned. For
example, you may create a later stage prototype for the cooking project that
aims to find out: “do my users enjoy cooking with voice commands or visual
commands”.
A prototype can be anything that a user can interact with – be it a wall of
post-it notes, a gadget you put together, a role-playing activity, or even a
storyboard. Ideally you bias toward something a user can experience.
Walking someone through a scenario with a storyboard is good, but having
them role-play through a physical environment that you have created will
likely bring out more emotions and responses from that person.
WHY Prototype
To ideate and problem-solve. Build to think.
To communicate. If a picture is worth a thousand words, a prototype is worth
a thousand pictures.
To start a conversation. Your interactions with users are often richer when
centered around a conversation piece. A prototype is an opportunity to have
another, directed conversation with a user.
To fail quickly and cheaply. Committing as few resources as possible to
each idea means less time and money invested up front.
To test possibilities. Staying low-res allows you to pursue many different
ideas without committing to a direction too early on.
To manage the solution-building process. Identifying a variable also
encourages you to break a large problem down into smaller, testable chunks.
HOW to prototype

Start building. Even if you aren’t sure what you’re doing, the act of picking
up some materials (post-its, tape, and found objects are a good way to start!)
will be enough to get you going.
Don’t spend too long on one prototype. Let go before you find yourself
getting too emotionally
attached to any one
prototype.
ID a variable. Identify what’s
being tested with each
prototype. A prototype
should answer a particular
question when tested. That
said, don’t be blind to the
other tangential
understanding you can gain
as someone responds to a
prototype.
Build with the user in mind. What do you hope to test with the user? What
sorts of behavior do you expect? Answering these questions will help focus
your prototyping and help you receive meaningful feedback in the testing
phase.
Test
“Testing is an opportunity to learn about your
solution and your user.”
WHAT is the Test mode

The Test mode is when you solicit feedback, about the prototypes you have
created, from your users and have another opportunity to gain empathy for
the people you are designing for. Testing is another opportunity to
understand your user, but unlike your initial empathy mode, you have now
likely done more framing of the problem and created prototypes to test.
Both these things tend to focus the interaction with users, but don’t reduce
your “testing” work to asking whether or not people like your solution.
Instead, continue to ask “Why?”, and focus on what you can learn about the
person and the problem as well as your potential solutions.
Ideally you can test within a real context of the user’s life. For a physical
object, ask people to take it with them and use it within their normal
routines. For an experience, try to create a scenario in a location that would
capture the real situation. If testing a prototype in situation is not possible,
frame a more realistic situation by having users take on a role or task when
approaching your prototype. A rule of thumb: always prototype as if you
know you’re right, but test as if you know you’re wrong—testing is the
chance to refine your solutions and make them better.
WHY Test
To refine prototypes and solutions. Testing informs the next iterations of
prototypes. Sometimes this means going back to the drawing board.
To learn more about your user. Testing is another opportunity to build
empathy through observation and engagement—it often yields unexpected
insights.
To refine your POV. Sometimes testing reveals that not only did you not get
the solution right, but also that you failed to frame the problem correctly.
HOW to test
Show don’t tell. Put your prototype in the user’s hands – or your user within
an experience. And don’t explain everything (yet). Let your tester interpret

the prototype. Watch how
they use (and misuse!)
what you have given
them, and how they
handle and interact with
it; then listen to what they
say about it, and the
questions they have.
Create Experiences.
Create your prototypes
and test them in a way
that feels like an
experience that your user is reacting to, rather than an explanation that your
user is evaluating.
Ask users to compare. Bringing multiple prototypes to the eld to test gives
users a basis for comparison, and comparisons often reveal latent needs.

TOOLS
Stakeholder Map
Stakeholder Map helps you identify project stakeholders, their expectations
and relationships.
Instructions:
1. Diverge on identifying stakeholders, one per sticky note. “Stakeholders”
can include teams, team roles, project leads, executives, partners,
customers, and end users.
2. For each stakeholder, add a second sticky note with a quote expressing
their thoughts, opinions, or expectation
3. In parallel, cluster stakeholders and label the group

4. Draw and label lines among groups representing relationships such as
influence, process, or dependencies.
Tips:
• Don’t delay. Take an inventory of a project’s stakeholders as soon as
possible in the development cycle. It’s difficult to circle back with those
who have been forgotten, so it’s better to get a jump start than to play
catch-up.
• Assumptions aren’t always bad. Assume that everyone is involved or
impacted until proven otherwise.This might seem hard to do, but it’s
actually easier than trying to guess who’s impacted and risking an
accidental oversight.
Empathy Map
Empathy Map help to rapidly put your team in the user’s shoes and align on
pains and gains.

Instructions:
1. Draw the map and its four quadrants: Says & Does, Thinks & Feel, Hear,
and See.
2. Sketch your user in the center and give them a name and a bit of
description about who they are or what they do.
3. Diverge, with each team member writing one observation per sticky note
and applying it to the appropriate quadrant of the map.
4. Annotate unknowns (assumptions and questions) for later inquiry or
validation.
5. Discuss observations and fill in gaps collaboratively.
Tips:
• Don’t go it alone. Empathy for users arises from sharing in the
collaborative making of the Empathy Map. Everyone knows something
about your user, so use the activity as a means to gather, socialize, and
synthesize that information together.
• Involve your users. Share your Empathy Maps with your Sponsor Users to
validate or invalidate your observations and assumptions. Better yet, invite
them to co-create the artifact with your team.
• Go beyond the job title. Rather than focusing on your user’s “job title,”
consider their actual tasks, motivations, goals, and obstacles
Problem Statement
Problem statement helps to reorient or reframe the work around your users,
theirs actual needs, desires and goals.

Instructions:
1. Write the statement: The user needs a way to do something that
addresses their need so that they benefit directly.
2. Focus on your user’s pain points—this helps get at what the underlying
problems are. More than one Needs Statement can come from a single
pain point.
3. Stay away from listing individual features. Instead, ask yourself, “What
does my user really seek? What does she really want?”
4. Cluster similar ideas and discuss
Tips:
• One big Needs Statement. After clustering several ideas together, try
writing one big (“über”) Needs Statement that represents the entire group.
Use the same “need/benefit” format.

• People aren’t machines. If an idea is expressed in terms of the machine
(“dashboard,” “click,” “log in,” “export,” and so on), that’s a clue it’s
actually a feature. Re-cast the idea in human terms of what the technology
allows your user to accomplish.
Storyboard
A storyboard is a visual representation of how a user will interact with an
application, product interface or service. Storyboarding is a way to iterate
and communicate ideas and scenarios visually by telling user-centric stories.
It is also one of the three main techniques for rapid prototyping.
Instructions:

1. Imagine your scenario as a story with characters, a plot, conflict, and
resolution.
2. Place six sticky notes (“frames”) on a piece of paper. For each frame,
draw a quick sketch and annotate with a brief caption.
3. Make the story seamless with a beginning, middle, and end.
4. Share your stories and get feedback.
5. To converge, choose the best parts of each teammate’s story and weave
them into one refined “master” story that’s representative of the entire
team’s thinking.
Tips:
• Comics aren’t just for kids.Try thinking of your storyboard like a comic
strip. Combine quick sketches with speech and thought bubbles, action
bursts, captions, and narration.
• This isn’t wire-framing. Avoid drawing too many screens. Instead, create
a narrative that focuses on people and their actions, thoughts, goals,
emotions, and relationships.
Feedback Grid
This tool helps to gather and organize any sort of feedback and to then
unpack questions and ideas— either in real time or after-the-fact—as an
efficient means of determining next steps.

Instructions:
1. Draw the grid and its four quadrants: Things that worked, Things to
change, New ideas to try, and Questions we still have.
2. Fill in each quadrant with sticky notes. Be specific and give constructive
criticism.
3. Cluster similar ideas and discuss. Search for patterns and themes.
Tips:

• The sooner, the better. Use the Feedback Grid to capture ideas in real-
time during a meeting or workshop. Or do the activity immediately
following a Playback or a cognitive walk-through with a user.
• Take the next step. Once you’ve developed and discussed a Feedback
Grid, it’s time to take action: Use the “Questions we
still have” from the Feedback Grid to inform an Assumptions and
Questions activity. Use the “New ideas to try” to begin Storyboarding. Or
use the “Things to change” as the basis for a to-do list of action items for
different team members.
The best way to learn design thinking is
by doing projects and solving real
problems! Have fun!

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